Re-Wiring Your Marketing Machine

slideshare.net

©2009

First, check the engine

Second, look at the pistons

Third, thoroughly examine the promotion

piston
Fourth, review spark plugs that fire the

promotion piston, particularly social
networking
Last, look at re-wiring your thinking about

your engine

©2009
www.mycleardirections.com

Main objective of marketing is to

create customer value
◦ Usually involves an exchange between buyers and
sellers or between other parties
◦ Has an impact on the firm, its suppliers, its
customers, and others affected by the firm’s
choices
◦ Frequently involves enduring relationships between
buyers, sellers, and other parties
◦ Processes involved include ―creating,
communicating, delivering, and exchanging
offerings‖

©2009

Product

◦ Developing a tangible good or service exchanged
for money or other goods and services
Place

◦ Determining the distribution of those goods and
services
Price

◦ Setting the value placed on those goods and
services
Promotion

◦ Creating the methods used to generate
awareness, trial and purchase of goods and services
©2009

Pricing is the only part of the

marketing mix which brings in
revenue.
Once a price has been

set, consumers will often show a
great deal of resistance to any
attempts to change it.
Pricing frequently has important
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
implications for the positioning of a product.
Price is the marketing mix variable for which a

competitive response can be most quickly implemented.

©2009

Modernly called ―Integrated Marketing

Communication‖
Advertising: traditional and on-line
◦
Public relations: traditional and on-line
◦
Social networking
◦
On-line marketing: Webinars, e-mail, blogs, podcasts,
◦
RSS feeds
Trade promotion
◦
Sales promotion
◦
Personal selling or network marketing
◦
In-store displays
◦
Samples
◦
Premium items
◦

©2009

Advertising

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
◦ Paid messages placed in specific media
Public relations

Providing information to the media in the hopes of getting news coverage
◦
Often less expensive and usually more credible than advertising
◦
Poses a risk : we can’t control what the media will say
◦
Very useful tool for small and growing businesses—especially those that
◦
make a product which is inherently interesting to the audience
Social networking (one of the newer spark plugs)

◦ The grouping of individuals into specific groups
◦ Though possible in person, especially in schools or in the workplace, it is
most popular on-line since the internet is filled with millions of individuals
who are looking to meet other internet users to develop friendships and
business relationships
◦ Resources
 LinkedIn, Facebook, Twitter, Affluence, Plaxo, Classmates, etc.

©2009

On-line marketing

◦ Websites
◦ E-mail blasts
◦ Webinars
Show and tell

Demonstrate expertise

Many can participate
 slideshare.net
Archive access

Resources

 GoToWebinar
 http://del.icio.us/ecoscribe/webinars

©2009

On-line marketing, continued

◦ Blogging
Search engines love blogs

Be brief and sweet

Can replace your newsletter

Blog regularly

Be responsive

Show some personality

Resources

 Blogger, wordpress
 Widgets for your blog/website
 Flickr, YouTube, Slideshare.net

©2009


◦ Podcasting
Great for those on the go

No need to worry about visuals

Easy to subscribe to these

Share speeches, stories, interviews with field experts, quick tips

Use a script, offer quality content, produce a series, promote it!

Resources

 Audacity, Podcastalley.com, Libsyn, Podbean
◦ On-line press releases
 More specialized that print news releases
 Yahoo! News, Google, Topix, RSS feeds, blogs, and many more
 Resources
 Prweb.com, prnewswire.com

©2009


◦ RSS Feeds
 An acronym for Really Simple Syndication
 A web language format designed to help syndicate content
across different sources
 What are the benefits?
Beat email filters

Spread YOUR word on other websites

Get listed on search engines

Use the first-mover advantage by being an early adopter and

getting indexed on search engines
 Offer your readers new content
 Resources
 myrsscreator.com, press-feed.com, simplefeed.com, nooked.com,
myst-technology.com, rssautopublisher.com and www.market-
soft.com/bypass

©2009

Trade promotion

◦ Offering discounts to wholesalers and retailers who may pass the
savings to the consumer
Sales promotion

◦ Discounts, coupons and rebates
Personal selling or network marketing

◦ An in-house sales force who work on commission
◦ An army of direct sales reps who sell a consumer product or
service, person-to-person, away from a fixed retail location who
are paid for sales volume generated by people they have recruited
into the distribution network
In-store displays

◦ Most desirable display spaces include: end of an aisle, free-
standing displays, and near the check-out counter
◦ Usually pay a ―slotting fee‖
Samples

Premium items


©2009

First, let’s look under the hood

◦ PC Usage>radio+TV+magazine usage
◦ The power of the Internet continues to
grow
 73% in North America report using the
internet
 70% report using it to search for
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information
 60% use it to shop

Sources: Forrester, Miniwatts Marketing Group, 2008, JupiterResearch, 2007

©2009

Discover inside connections when you’re looking

for a job or new business opportunity
Beneficial for both business-to-consumer and

business-to-business markets
Use it to:

Publish your expertise
•
Help your network
•
Self-promote
•
Find expertise
•
Collaborate
•
Make connections
•
Recommend others, products and services
•
Communicate and learn
•
Source: D. Tebbutt of Freeform Dynamics (UK), 2009

©2009

Speed your discoveries

◦ People, places, information and networks
Accelerate and improve communication

◦ Direct, unfiltered dialogue
◦ With employees, suppliers, customers and
prospects
Enhance your reputation

◦ Your profile, your responsiveness
Quickly improve your products and services

◦ Obtain and respond to feedback from customers
◦ Virally drive new ideas internally
Source: D. Tebbutt of Freeform Dynamics (UK), 2009
©2009

Bottom line: Relationships for Future Returns

Can also measure in terms of links, web

traffic, positive comments
Typically not direct and immediate

Can manage your ―time cost‖ spent on this

tactic
◦ Track time spent on this activity freely on sites you
enjoy (RescueTime, MeeTimer)
◦ Determine how much time you can afford to spend
and portion out that time by percentage on those
sites you enjoy or find beneficial

©2009

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©2009

Preceded by a known sequence of events, or

hierarchy

Use

Trial

Evaluation

Attention

Awareness

©2009

Selling emphasizes existing products

◦ If a product is not selling, more aggressive
measures must be taken to sell it — e.g., cutting
price, advertising more, or hiring more aggressive
salespeople
Marketing focuses on getting consumers

what they seek, regardless of whether this
means creating entirely new products

©2009

Before you create a marketing campaign, you

must SToP: Segment, Target, and Position
(SToP for DirectionsSM)
Three-stage process

• Determine which kinds of customers exist
• Select which ones we are best off trying to serve
• Implement our segmentation by optimizing our
products/services for that segment and
communicating that we have made the choice to
distinguish ourselves that way

SToP for Directions SM
©2009

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Segmentation: what is it?

◦ Involves finding out what kinds of consumers with
different needs exist
◦ ―You can’t be all things to all people‖
◦ Riches are in the Niches
 Entities that specialize in meeting the needs of one
group of consumers over another tend to be more
profitable

©2009

Demographics

◦ Personal statistics such as income, gender, education, location
(rural vs. urban, East vs. West), ethnicity, and family size
Lifestyle and values

◦ Some consumers want to be seen as similar to others, while a
different segment wants to stand apart from the crowd
◦ How they spend their free time and what they emphasize in their
lives
Behavior

◦ Some consumers are ―brand loyal‖— e.g., they tend to stick with
their preferred brands even when a competing one is on sale
◦ Some consumers are ―heavy‖ users while others are ―light‖ users
Benefits sought

◦ Bypasses demographic explanatory variables – e.g., some prefer
scented soaps over unscented soaps

©2009

Target your ―best‖ segments

◦ How well are existing segments served by other
manufacturers, service providers?
 Go for those whose needs are not being met or met well
◦ How large is the segment, and how can we expect it to
grow?
 Beware of rapidly growing segments as competition will be
fierce
◦ Do we have the strengths as a company that will help us
appeal particularly to one group of consumers?
 Be sure your reputation, if you have one, matches your
target’s perceptions

©2009

As entrepreneurs, transform your passion

into your positioning
Implement your segmentation by optimizing

your product/service for the needs of that
segment and communicating how you meet
their needs best
◦ Create your image of what your company stands for
and what your product/service does
Define it clearly for your company or

someone else will!

©2009

Produce more effective marketing campaigns

with higher ROI
Better use of all resources (money, time, energy)

Allow for proper planning of future investments

◦ For example, new products are usually initially adopted by a few
consumers and only spread later to the rest of the population, we
learn that companies that introduce new products must be well
financed so that they can stay afloat until their products become a
commercial success
It makes running a business much more fun

when ―all pistons are firing‖

©2009

One for the Road…

quot;Grant me the serenity to say no to the
requests that are mere distractions, the
courage to act on the ones that are truly
opportunities, and the wisdom to the know
the difference.quot;

©2009

Denise Stillman
Principal
Clear Directions, LLC

denisestillman@mycleardirections.com
+1.708.638.8891

Your source for marketing services,
business planning and strategy
development.

©2009

Re-Wiring Your Marketing Machine

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